Meet our Partner: Catchall Collective in New York, USA
YUNA ASRIYAN
Creatix and Founder of Catchall Collective USA
MEET OUR PARTNER
How long have you been working in the industry and what lead you to choose it?
I’ve been in the beverage and hospitality world for over a decade. My path here was a little unexpected; I studied biology and wanted to use that background to dive into flavour chemistry, where science meets creativity. I’ve always been fascinated by how food and drinks connect people, and that curiosity eventually pulled me into shaping the future of drinking culture — especially in the growing low & no ABV space.
Is there a moment in your career that stands out?
Being named a Wine Enthusiast Future 40 Tastemaker 2025 is definitely a highlight. The Future 40 recognizes people who are pushing the drinks industry forward — founders, makers, educators, innovators. For me, it felt like a big nod to the work I’ve been doing to bring low & no beverages into spaces where alcohol has traditionally dominated.
How long have you worked with Franklin & Sons as a partner? And how would you describe the brand?
I started working with Franklin & Sons in 2024. To me, the brand is modern yet timeless. It’s rooted in heritage, but never afraid to play with flavour and elevate a serve. I see Franklin & Sons as versatile, premium, and quietly stylish — the kind of mixer that belongs everywhere from classic hotel bars to innovative neighbourhood spots.
What’s something interesting about your job?
Working directly with founders is one of the most exciting parts of what I do. It’s rare to get the chance to shape a beverage category in real time — offering feedback, collaborating, and sometimes pivoting fast. Helping low & no move from being an afterthought to becoming a real category on menus has been one of the most rewarding behind-the-scenes parts of my work.
What do you think are some similarities across the US and UK drinks industry?
Both share a respect for craftsmanship and tradition, while also embracing innovation. The biggest difference? The UK is about five years ahead when it comes to non-alcoholic beverages on menus — it’s expected there, while in the US it’s still gaining ground. Another difference is mindset: in the UK, low & no is just part of the culture, while in the US it’s still tied to specific moments like Dry January. And when it comes to retail, the UK already has full sections dedicated to NA, while in the US that’s only just beginning to pop up in select cities.
Is there something you think F&S could do across the USA that we haven’t yet?
Education & advocacy. Franklin & Sons is such a versatile brand, I’d love to see more bartender trainings, menu inspiration, and collaborations in the US. It has the potential to be the go-to mixer not just for cocktails, but for really innovative low & no serves.
What would you like to see in the coming years for the brand and partnership?
I’d love to see Franklin & Sons become the default premium mixer in the US — the one everyone reaches for without a second thought. Beyond building presence, I want to see it woven into cocktail culture at every level: luxury hotels, craft bars, neighbourhood favourites, and off-premise retail.
What’s a quote that you like for motivation in a fast-moving industry?
“It’s not who you know, it’s who knows you.”
That quote keeps me honest. Hospitality is built on relationships and reputation, and it’s a reminder that it’s not about collecting contacts; it’s about showing up authentically and leaving an impression that lasts.
What are your hobbies outside of work?
Outside of work, I love finding ways to upset the smoke alarm — which usually means I’m experimenting in the kitchen and learning new recipes. I spend most of my time with my partner and new-born, and I also practice wellness rooted in both modern science and Traditional Chinese Medicine. I design for my clothing company, Y|A, which lets me flex my creativity in a different way. Fun fact: I have an English Springer Spaniel — which, by default, makes me at least part English.
